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Relayware Partner Relationship Management

Case Study

Learn Partnering Best Practices from the Channel Experts

Kaspersky

Kaspersky Lab is the world’s largest privately held vendor of endpoint protection solutions for large enterprises, SMBs and consumers.

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Kaspersky Case Study

Kaspersky Lab is one of the fastest growing IT security vendors worldwide. Today it is firmly positioned as one of the world’s top four leading antivirus vendors* and largest privately held vendor of software security products. The company provides a wide range of products and solutions for different types of clients, with a special focus on large enterprises, alongside small and medium-sized businesses. Kaspersky required a high-performance, highly available, and a highly scalable purpose-built B2B collaboration & multi-channel communication solution. This had to facilitate sales, marketing and program automation and a broad range of community collaboration features.

Kaspersky’s corporate headquarters are located in Moscow (Russian Federation), with its holding company registered in the United Kingdom and further regional headquarters in the USA, Europe, EEMEA, Asia-Pacific and Japan. As an international group, it operates in almost 200 countries and territories globally. It has territory offices in 30 countries and its products and technologies provide protection for over 300 million users and over 250,000 corporate clients worldwide. Kaspersky has more than 80 international partner and technology OEM agreements with companies including Microsoft, IBM, Cisco, Juniper Networks, Lenovo, Netgear, Facebook, alongside many more high profile clients.

 

Kaspersky's Business Objectives

Kaspersky continues to rapidly advance its market position, demonstrating significant growth in all regions supported by a substantial indirect sales channel. Their indirect channel is crucial to success; therefore it was key to improve the company’s channel management capability efficiently and cost-effectively while extending Kaspersky’s competitive lead. Kaspersky recognized that existing systems were not able to facilitate this; specifically that CRM combined with mere portal offerings were incapable of meeting the increasingly sophisticated needs of their channel. They required a high-performance, highly available, and a highly scalable purpose-built B2B collaboration & multi-channel communication solution. This had to facilitate sales, marketing and program automation and a broad range of community collaboration features. These included channel partner self-profiling and self-segmentation, sales lead and opportunity collaboration, collaborative joint business planning, an environment for information and best practice sharing, training, certification and accreditation achievement automation. Equally important were reporting and analytical tools, joint-marketing program automation and community feedback solicitation tools. All of these were required to have seamless integration with Kaspersky’s existing CRM systems.

Kaspersky defined a set of high-level objectives for indirect channel enablement including but not limited to:

  • Raising channel partner credibility and competency
  • Promoting channel partner differentiation
  • Increasing market visibility for both the channel partner and Kaspersky
  • Driving channel revenue and profitability
  • Strengthening vendor-channel partner relationships (including collaboration and communication)

“Relayware provides a powerful, highly available and scalable purpose-built solution to handle all aspects of our channel collaboration and communication through a wide variety of mediums, and it integrates seamlessly with our other systems including Salesforce CRM”.

- Chris Doggett, SVP, Corporate Sales, North America for Kaspersky Lab

Kaspersky’s Timeline

Kaspersky wanted to initiate the implementation for their North American markets quickly and to go live in the Summer of 2012 in order to support their aggressive business targets and the chosen technology provider would have to adhere to strict and challenging timescales.

Kaspersky’s Selection Process

Kaspersky initially engaged with Relayware and other potential providers of portal offerings in 2010 and again in 2011 sampling the market to enable them to define their technical and functional requirements before running a formal RFP process in the Fall of 2011 with a shortlist of three suppliers.

Kaspersky’s Decision to go with Relayware

This process helped them to conclude that they needed far more than a mere “partner portal”. The market remains crowded with CRM vendors and software companies offering enterprise collaboration and communication solutions but there are very few companies who take collaboration and multi-channel communication beyond the enterprise. Kaspersky concluded that Relayware stood out from the crowd due to its uniqueness on this key point.

Relayware’s Implementation

Once commissioned Relayware’s team of experts worked with Kaspersky on the following:

  • Translation of business needs into clear and concise functional requirements and specifications
  • Detailed solution design workshops
  • Detailed solution demonstrations
  • Detailed Salesforce.com CRM integration design and data mapping
  • Relayware product strategy and roadmap disclosure
  • Budgeting and affordability analysis
  • Delivery of a formal Statement of Work including a phased functionality implementation plan
  • Commercial terms negotiation

Relayware’s Solution

Relayware designed a phased implementation schedule that enabled delivery of the complete solution by way of addressing Kaspersky’s most urgent business priorities first.

High priorities included:

  • Salesforce.com CRM integration
  • Deployment of a global multi-lingual portal
  • Sales and marketing automation
  • Replication of essential programs to ensure consistency for channel partners while improving on process and efficiency before new programs were added and automated
  • Building of a Relayware custom quote tool on the same platform

Kaspersky’s Benefits

The benefits that Kaspersky have enjoyed and continue to enjoy since going live in the summer of 2012 include:

  • Significant improvements in channel collaboration including recruitment, on-boarding, training and certification as well as joint-sales opportunity management and customer quotation
  • Increased channel recruitment (more companies and more individuals than ever before selling their products)
  • Improved on-boarding (sales, marketing and technical people becoming effective faster and more eager to press ahead with formal training and enablement)
  • Increased uptake of training and certification programs (better trained sales, marketing and technical resources engaging with their customers)
  • Remote collaboration with communities of individuals across its channel in joint selling, marketing and support
  • Targeted communications to ensure that they are timely, pertinent, of interest and of value to the recipient
  • Social network integration
  • Multi-lingual portal
  • Increased growth and profitability through improved communication and collaboration with intermediaries

Summary

Kaspersky Lab approached Relayware to provide a scalable channel collaboration and multi-channel communication platform that integrated with and extended its existing Salesforce.com implementation while supporting certain custom features. Relayware offered the capability to connect their global indirect sales channel to the internal tools, information and resources they needed such that Kaspersky Lab could deliver on the promise of providing high-impact solutions and sales benefits, enhanced intermediary offerings, whilst increasing their revenue. Direct feedback from Kaspersky is highly positive, citing Relayware as a key enabler in channel success.

* The company was rated fourth in the IDC rating Worldwide Endpoint Security Revenue by Vendor, 2011. The rating was published in the IDC report "Worldwide Endpoint Security 2012–2016 Forecast and 2011 Vendor Shares (IDC #235930, July 2012). The report ranked software vendors according to earnings from sales of endpoint security solutions in 2011.